A new regional property portal has launched, aimed at playing to the strengths of the ‘northern powerhouse’.

Moveinorth initially covers Leeds, Wakefield, Bradford and Harrogate, and at the weekend had some 670 properties listed with agents including some well-known names.

Its founder is John Dixon, whose background is in property development and media planning.

He says that the aim of the new portal is to cover the whole of Yorkshire by the end of this year, and that long term, he intends to achieve a situation whereby the property seller dictates to the agent that their property is promoted on the portal.

Agents pay £200 for a year, and get unlimited listings.

Dixon said that the ‘one other portal’ rule imposed by OnTheMarket “can be an obstacle” but added: “Our market research has shown that everyone in the industry knows OTM except those who matter most – the public.

“We are a Yorkshire-based company and proud to know our area – just like our site users.”

The sense of place is reflected in the portal’s launch publicity, which talks about Yorkshire icons including the Dales, Jane Eyre, David Hockney, Kevin Keegan – and pikelets.

The portal claims to have a generous marketing budget of £10m, and is running a consumer competition with the opportunity to win 12 months of mortgage payments for a year to a maximum of £10,000.